Pop Dress

Born in Bondi, Its Now Cool launched in 2015 by Josie Clough to provide an evolving collection of bikinis and one pieces from barely there-cuts to maximize a bronzed body, to greater coverage for shape and comfort. Its Now Cool is bred from a love of 90s beach culture with silhouettes still reflecting modern trends and ensuring timeless, sexy fits. After spending years photographing the worlds most elite swimwear models and shooting for the likes of Sports Illustrated, Josie Clough dived even deeper into the industry by creating her own line of timeless swimwear, Its Now Cool. Born and bred from Bondi Beach, Its Now Cool lives for the sun, sand and surf. If you live for sensational summers, this brand exists for you.